Questions and answers from the 2013 ANA Masters of Marketing conference
The annual Association of National Advertisers’ Masters of Marketing conference (October 3-6), held this year at the luxurious JW Marriott Desert Ridge Resort and Spa in Phoenix, Arizona, was the place to be for marketing mavens from all over. Networking happened. Paradigms shifted. And Yahoos were there in force, working the room to get answers to some of marketing’s persistent questions, including:
Question: Which brands are using social media best?
Answers: Matt Weiss of Havas Worldwide opted for two social-savvy brands, GoPro and Red Bull. Slate’s Anthony DeMaio argued that American Express is top drawer in plastic. Oh, really? Ariadna Jacob of IMI demurred, citing MasterCard. Meanwhile, Norah Freehan of The New York Times pegs Coca-Cola as his social media champion. AllState’s Lisa Cochrane thinks her company’s kickin’ it in chaos with its Mayhem campaign—and Oreo cookies isn’t doing too bad, either. Watch the video (above) to hear the reasons why they chose who they chose. And enjoy the bonus question, “Who’s your favorite brand mascot?”
Question: What’s the biggest trend of 2014?
Answers: According to Chris Hayes of Huge, it’ll be the integration of digital and retail. On the other hand, Christine Desrochers says the big payoff will be in mobile payments. In addition, these and other conference hawks talked up their favorite highlights of this year’s Masters of Marketing in the video below.
What do you think will be next year’s hottest trend?